How to use analytics, address validation to improve direct mail
Many companies operate on slim profit margins, which means it's imperative to know what works in direct mail marketing campaigns. The amount of data organizations have at their fingertips because of analytics software enables CIOs and CMOs to measure the ways customers engage with their brand and products. With the benefit of address verification software to ensure accuracy, companies have a way to analyze the effectiveness of personalized marketing mailers with the help of tracking.
According to Automotive News, big data has had a significant impact on the way marketers employ direct mail campaigns. For those in the auto industry, dealers can target specific demographic groups and offer them deals on a particular brand or vehicle type they would be likely to afford or find interesting.
Moreover, businesses that have multiple designs for mailers can also use tracking data to better understand which format is most effective for the purpose, according to Business2Community. By incorporating a QR code, or a similar tool that allows customers to interact with mail provides marketing professionals with even more data that can help them guide future projects.